Canadians prefer brick and mortar over online shopping: Report

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13 December 2017

Canadians like their in-store experience, according to a new international study by GfK, "FutureBuy" report.

The report tracks shopping habits in 35 countries and 18 product categories. More than one in four Canadian shoppers, 43 per cent say they research a product online via smartphones but then purchase in-store. This compares to a global average of 41 per cent and a US score of 38 per cent.

In addition, over one-third, (38 per cent) of Canadian shoppers say they have used a “click-and-collect” service, and 35 per cent say they expect to rely on these offerings more in the future. Click-and-collect allows shoppers to buy online and then pick up their items at a store or drop box.

“Canadians are clearly becoming smartphone aficionados – but they still value the immediacy and hands-on interaction of the store experience,” says Chris Thorne, vice president of Research at GfK Canada. “We can see webrooming and click-and-collect as two aspects of their preference for the in-person component. This offers a powerful opportunity for Canadian retailers to provide shoppers with the tactile engagement they crave. It also means that online and in-store experiences must be seamlessly integrated, now more than ever.”